On Sunday, September 21, 2025, Valladolid became the first Pueblo Mágico (Magical Town) in Yucatán to implement the national strategy “Avanzamos por México” (We Advance for Mexico), promoted by the Ministry of Tourism (Sectur) of the Government of Mexico in partnership with BBVA México. This strategy seeks to modernize and strengthen the competitiveness of the country’s tourist destinations through business digitalization, financial inclusion, and access to technological tools. In July 2025 alone, the state welcomed 246,000 overnight tourists, representing a 20.2% increase compared to the same month last year. From January to July, more than 1.5 million visitors were recorded, an 11% increase compared to 2024. Hotel occupancy also showed a positive trend, reaching 55% statewide in July, an increase of 2.9 percentage points compared to last year.